Mailchimp teams up with Square to launch shoppable landing pages

Mailchimp, the popular email newsletter service and marketing platform, today announced a partnership with Square that will allow its users to create landing pages with built-in e-commerce features. These shoppable landing pages are meant to give businesses a new sales channel to sell things like limited-edition goods or run-targeted promotions.

Mailchimp’s landing pages have been around for a few years now. Until now, though, they were mostly meant to capture additional email addresses or link people to a store. Now, with this new partnership, customers will be able to build a full shopping flow with built-in payments right into these pages.

To make this easier, Mailchimp is offering a number of pre-designed templates and a drag-and-drop builder. Square will handle all the payments and Mailchimp will offer this service for a flat processing rate.

Right now, this only works for a single product per landing page, though. That means there’s no shopping cart functionality, but also makes for an easy setup. That’s why the company is currently marketing this as a feature for limited-edition items, for example. Over time, though, the company plans to add additional functionality to these pages.

Mailchimp tells me that 50 percent of its revenue now comes from e-commerce. In total, its customers sold over $22 billion worth of products in the first half of 2018 alone.

It’s worth noting that Mailchimp went through a rebranding exercise earlier this year that was explicitly meant to highlight its feature set outside of its core email services. Today’s new shoppable landing pages are a good example for the kind of new features the company was surely thinking about when it went through this process.